Match With Oneself, Game GXG Double 11 Sales Row Tmall Men'S Clothing Industry Second

On the day of "double eleven", the total performance of GXG's parent company was 523 million yuan, while GXG's single brand broke through 340 million, ranking second in Tmall's men's clothing industry, and GXG's tenth year double eleven tour.

To mobilize "rational" consumer enthusiasm, GXG tenth years of double eleven is not a simple digital game, brilliant ending is the result of GXG against itself and game.

　　 Game: Double eleven is more than digital games.

Even with double eleven coming to eleventh years, sales promotion is still the core of double eleven. Only eleven years later, the promotion carnival is not only a simple price war, but also reflects the brand's grasp and application of new things.

So this year, in addition to traditional marketing tools, GXG has also taken the "live goods" train, which runs from 8 to 24 every morning, and stimulates customers to buy through live welfare.

GXG related person in charge told Lian Shang net. "During the double eleven live broadcast this year, GXG launched a live broadcast of the live broadcast benefits. It has 888 yuan and eleven free single privileges. It can divide thousands of cash red packets. It can win 30 thousand yuan worth of brand building bears and the opportunity to talk to the big guys to explore the brand, and understand the brand culture with fans."

Such an approach is particularly important in this marketing competition. On the one hand, it can pull young consumers from the endless brand of new brands and niche brands to the GXG consumption camp. On the other hand, it can also guarantee that the old powder will not "run away", which ensures that GXG can attract a lot of new products and ensure customer loyalty.

Especially the delivery of iphone11pro, 2000 yuan Tmall supermarket card and AirPods Pro, is to enhance the customer's unit price and stimulate the consumption frequency of customers.

　 Confrontation: recreating the new GXG

In fact, the way to upgrade GXG is the result of continuous confrontation with itself.

GXG, which is competing for the right to speak in the men's clothing market, is not willing to make men's wear. Wu Lei, vice president of GXG group, said in an interview: "GXG will become a small ecosystem in the future, so that we can hatch our women's clothing, tide Mens, home clothes, etc."

However, men's clothing is undoubtedly the most competitive part of the "ecosystem". GXG has become more active in the development of men's clothing, and has begun to expand the market share through a series of cross-border joint name codes, expanding the market share and creating a variety of brand culture.

In the 1 years only 2019, GXG has crossed the top IP BE RBRICK, soccer big guy UMBRO, national memory, Tetris, Kodak and so on, and has gone to sea to exhibit PITTI UOMO, one of the most important men's wear exhibitions in the world, on the world stage to interpret the fashion attitude of China's new youth.

The injection of these fresh souls also allowed GXG to subvert the stereotyped business men's wear image in the hearts of young people. This is undoubtedly the most correct thing that GXG has done. From the performance point of view, in the 6 months ended June 30, 2019, the group achieved a total revenue of 1 billion 686 million 100 thousand yuan, an increase of 10.6% compared with the same period last year, a gross profit of 838 million yuan, a net profit of 89 million 670 thousand yuan, and the GXG parent company's market value of mousse group has now broken through 7 billion 100 million yuan.

The future: building an ideal company

This confrontation with oneself is the right choice for GXG to make a deep interpretation of the needs of young consumers. This interpretation makes GXG go out of a fashion of men's clothing and public fashion.

Wu Lei has previously revealed that inventory sharing, commodity life cycle, flexible supply chain and intelligent warehouse logistics are what GXG is doing at present. Its purpose is to make radical changes through the adjustment of background organizational structure. Wu Lei believes that GXG can supply 7 days ~30 days through flexible supply chain, including down garments, even faster than some fast fashion brands.

By grasping the demand of front-end consumers, the ability to supply the background supply chain can provide consumers with recharge. This greatly meets the consumers' pursuit of fresh products, especially after 90 consumers.

To make a quick response to the reform of the back end architecture and to the interpretation of the front-end consumers, what GXG has to do is to use 5 years to become a voice in the industry, and become a low inventory, high profit and emotional ideal company driven by the new retail mode.